Brand Strategy: Relationship between Brand Personality and Consumer Behaviour

Lievve (2017), states that the key to successful brand personality is that the brand should let its customers to know what exactly the brand has to offer to them and what they can expect from the brand. This further influence each and every thing from visuals associated with the brand to the types of consumer the brand is focusing to attract.

Kapferer (2012) states that the main purpose of creating brand personality is development of the identity for the customers, the brand wishes to interact with. Also it is used to communicate to the consumers that the
brand is something that they can relate to.

Regarding this Lievve (2017) states that this strategy helps brand in increasing the overall loyalty of the customers and further helps in increasing the awareness of the brand in the market, because of the consumer enjoy a brand identity then he or she will most probably wish to befriend with the brands personality and will feel more loyal towards the brand. Moreover Kapferer (2012) further explains that consumers also want to buy into the culture around the brand as they make more like the personality you create by associating more often with your products.

For instance Chanel Perfume mainly focuses on dark images to imply mystery, culture and
class and most of the advertisements are entirely in black and white as the brand   wishes to give and old world feel                            to its customers, but the                                         accessories and clothes on display
gives the brand a sense of fashionable, modern and  sophistication in its personality.
Moreover Chanel also uses a lot of
celebrity images and these are normally the actors that are known for their personality,fashion, beauty and talent.


Ridgwey (2011) states that the branding of Chanel is designed to appear cultures and rich and this persona of the brand has been greatly helping the brand in attracting more and more consumers towards the brand by encouraging them to develop these qualities within themselves. Regarding this, Geyrhelter (2015) states that the consumers that prefer Chanel, feel that they represent themselves as attractive, sophisticated and wealthy.

Hence it can be stated that Chanel focuses on to drawing the attention of those who are looking to create an
image of being sophisticated, rich and wealthy. Because more attractive and rich people use the products of Chanel, it helps the brand in reinforcing the public image of the Chanel brand personality. The 5 main personalities of the brands include Excitement, Competence, Sincerity, Sophistication and Ruggedness can be seen in Chanel’s Brand personality.

Moreover Aaker (2012) also provides a perfect example of brand personality and states that Red Bull has managed to meet most of the brand personalities and has managed to create excitement among its customers as the brand associates itself with carefree, daring and to some extent a youthful attitude.

For instance the brand has its own Formula One team and has sponsored Felix sponsored Felix Baumgartner for the Stratos Project.

Consider the example of brand personality is Dove that has developed its personality as sincere and emphasizes on associations. For instance the brand has launched a campaign for Real Beauty and focused on establishing the narratives on body image, confidence and beauty.

Another example of successful brand personality is Apple as the brand has positioned itself very strategically and has managed to get the attention of large number of target customers and massive awareness of the brand around the globe by portraying itself as the brand that specializes in making something quiet ordinary like mobile phones and laptops and making them extraordinary.

From the above literature it can be stated that most of the consumers around the globe use different brands as a medium to express their self-identity which can either be the actual identity of the consumer or a preferred or ideal self which they desire.

Also another prominent way in which the consumers tend to express their personality is their consumption behaviors and the selection of particular brands. Hence the overall personality of the brand surely influences the purchase decisions of the consumers in the market making it easier for the brands to attract more and more consumers towards the brand by understanding their needs and wants in an effective manner that further helps in gaining the competitive edge over their competitors in the market.

Furthermore from the above literature it can be stated that the personality of the brand helps brands in gaining popularity and awareness in the market by attracting more and more new customers towards the brand and retaining the existing customers. Also it helps the brand in targeting the right customers at the right time and helps in maintaining the identity and image of the brand in the market.


Aaker, D, A. (2012). Building Strong Brands, Simon & Schuster.

Geyrhalter, F. (2015b).How to Launch a Brand (2nd Edition): Your Step-by-Step Guide to
Crafting a Brand: From Positioning to Naming And Brand Identity, Brandto.

Kapferer, J, N. (2012). The New Strategic Brand Management: Advanced Insights and
Strategic Thinking, Kogan Page Publishers, pp 249-260.

Lieven, T. (2017).Brand Gender: Increasing Brand Equity through Brand Personality,
Springer Science and Business Media.

Ridgway, J, L. (2011). Brand Personality: Consumer's Perceptions of Color Used in Brand
Logos, Grin Verlag, pp 135-139.

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